search query: @author Wang, A. / total: 3
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| Author: | Wang, A. |
| Title: | When synergy in marketing communication online enhances audience response: The effects of varying advertising and product publicity messages |
| Journal: | Journal of Advertising Research
2006 : JUN, VOL. 46:2, p. 160-170 |
| Index terms: | advertising marketing communication strategy products Internet electronic commerce |
| Language: | eng |
| Abstract: | This paper examines the within-participants effects (hereafter as: effs.) of web advertising (as: adv-g.) and product publicity (as: p-pbl.) and the between-participants effs. of similar vs. varied web p-pbl. and adv-g. messages (as: msgs.) on audiences' perceived trust, message believability (as: m-blvb.), and attitudes toward web adv-g. and p-pbl. The results suggest that perceptions of trust toward the marketing communication forms are the most influential factors when integrating p-pbl. and adv-g. When audiences determine their perceived trust toward adv-g. and p-pbl. messages, it does not really matter what the msgs. are. Positive increments in attitude toward the article and m-blvb. toward the advertisement are evident, however, in the varied msgs. condition, compared to the similar msgs. condition. |
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